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P&G's Bounty: A Marketing 50 Case Study

By Published on .

Photo: Tony Pettinato
Economic downturns can be unkind to premium-price paper-towel brands, particularly when they're also raising prices.

Despite that, and rising private-label shares in paper towels, Procter & Gamble Co.'s Bounty has reached all-time highs in market share in the past year under Brad Schwan, its brand manager. Third-quarter market share for the 43-year-old brand was 44.3%, according to Information Resources Inc., up 1.9 points from a year ago.

Recently promoted to associate marketing director, Mr. Schwan, 35, cites Bounty's three tiers. Value-price Basic, launched three years ago, is staving off private-label incursions. He also credits improvements to the core Bounty brand in early 2007, backed by TV efforts showing how much consumers can do with one sheet. Then he cites a superpremium Extra Soft clothlike line launched in February.

All three have been gaining share. "Consumers recognize differences in paper towel products ... and they're willing to vote for the brands best meeting their needs," Mr. Schwan says.
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